A Media Operator Brian Van Heuverswyn of Active Interest Media on Building for Enthusiast Audiences
Mar 18, 2024
Brian Van Heuverswyn, COO of Active Interest Media, dives into the exciting world of niche publishing. He discusses the recent acquisition of Taunton Press and its significance in expanding their gardening and woodworking brands. The conversation highlights a strategic shift towards digital, integrating audience engagement with data management. Brian shares insights on navigating revenue challenges, maintaining brand integrity, and leveraging events for monetization. He also touches on the future of generative AI in media, encouraging innovative growth strategies for success.
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AIM's Founding and Growth Story
- Active Interest Media's COO Brian Van Heuverswyn joined after AIM acquired his company August Home Publishing in 2015.
- The company was founded 20 years ago by Andrew Klerman and Skip Ephraim Zimlis III, with 70 acquisitions over time.
Different Revenue Models per Division
- The home division of AIM is mostly direct-to-consumer revenue, while the marine division relies predominantly on advertising.
- This split shapes revenue strategies distinctly between these two parts of the business.
Print's Endurance Amid Costs
- AIM remains print-heavy but strives to optimize print quality and frequency to balance costs amid inflation.
- Print persists as a valuable medium in niche enthusiast markets despite challenges and high costs.